Asda to take on Unilever with eco detergent range

Asda is gearing up to take on the major brands in laundry with the launch of an eco-friendly concentrated detergent called Tiny But Tough. The range will be introduced in store on August 27.

The detergent is being positioned to compete with Persil Small & Mighty, which was launched by Unilever in 2006, and sister brand Surf Small & Mighty.

Tiny But Tough is a range of 2x concentrated liquid detergents designed to appeal to consumers keen to do their bit for the environment. It uses less packaging, less energy in transport and needs less water. Unilever’s products offer the same benefits. The Asda range comes in four variants; biological, non-biological, colour care and a two-in-one version which contains fabric conditioner. It is £2.00 for 21 “doses”, significantly cheaper than Persil Small & Mighty, which costs £3.68 for a similar amount (in Asda stores).

The Asda launch will be supported initially with a variety of in-store events but other marketing activity will follow. The supermarket says it has made significant investment in the formulation of the range and has paid particular attention to the fragrance of the products.

Tough But Tiny is the latest laundry product to be marketed to appeal to the eco-conscious consumer in what is set to be a spate of launches in the coming months.

Reckitt Benckiser is thought to be about to launch a range of eco-friendly laundry detergents (MW August 2). It is also understood that Procter & Gamble is gearing up to launch a new detergent that will be marketed as environmentally friendly, with suggestions that its range will also claim to make energy savings.

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